Tim Cook divides the tariff. Do not blam

Tim Cook, CEO of Apple, wants to know both Donald Trump – especially Donald Trump that raising the new iPhone Pro to the company has nothing to do with definitions.

“There is no increase in the definitions of prices to be completely clear.” Tell Cook Jim Kramer from CNBC Friday, the launch day of the iPhone 17 collection of Apple. Earlier this month, Apple announced that it will raise the starting price for the most advanced iPhone.

For the first time since iPhone X appeared for the first time in 2017, the Apple model begins for beginners at the level of $ 999. Analysts expected the increase, noting that major gaming companies are also recently Raise prices on their keyboards.

For several months, Cook and other executives tried to stay on the good Trump side in the hope of obtaining favorable policies for their commercial companies. But this has proven to be more difficult than expected, as the president did not show any hesitation in involving himself in the affairs of private companies, leaving senior executives balanced between a very high tight.

Since Trump’s election in November, big names such as Sammani from Openai, NVIDIA from Jensen Huang, and Mark Zuckerberg from Meta. Cook of Trump made a glass sculpture and pledged to increase US Apple investments to $ 600 billion in an attempt to move in Trump’s threats against China and India, where most of the iPhone devices are collected.

Apple is not alone to pledge huge investments. Openai, Eli Lilly, General Motors promise and more than billions of dollars in the United States. But it seems that these good intentions can only take you with Trump.

Even after Hyundai pledged 26 billion dollars in US investments, federal immigration agents The battery factory raided under construction In Georgia.

For Apple, and The definitions have already cost them some money.

“For June quarter, we incurred about $ 800 million of tariff costs,” Cook admitted to the August profit call. He said that these costs could rise to $ 1.1 billion in the quarter -quarter if Trump’s commercial policies remain unchanged. But Cook maintains that they did not play any role in high prices.

Apple did not immediately respond to a request for comment from Gizmodo.

But even if the customs tariff pays prices up, Cook does not have a great incentive to say that.

Trump was quickly attacking companies that cited tariffs to increase consumer prices. In May, Walmart was criticized on Truth Social after warning the CEO that she could not continue to absorb the increasing costs, and wrote that the company should “should” “”Eating“

Since then, Trump has followed a direct approach with companies.

Last month, the United States government Buy a stake in the struggle of the chip maker Intel After Trump called for the resignation of the CEO.

This week, the correspondents told that any television network criticizes it Check the broadcast licenseA note came after ABC Jimmy Kimmel snatched live from the air after pressure from the Chairman of the Federal Communications Committee (FCC) Brendan Car.

We are not even a year in Trump’s second term, yet CEOs are already wandering – and no one knows how much their cave is fighting a battle.